نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
استادیارگروه مدیریت دولتی، دانشگاه پیام نور، تهران، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of this research is to investigate the Effects Restaurant stimuli on Customer Satisfaction and Brand Loyalty, with emphasis on the moderating role of Social Trust. The statistical population of the present study consists of all the customers of Zagros chain restaurants in Kermanshah province, and due to the unlimited sample size, 384 people were obtained by non-probability method based on Morgan's table. The data collection tool is the governor's questionnaires that exist in this field. The validity and reliability of the questionnaires also indicate that the measurement tools have good validity and reliability (0.711, 0.776, 1.000, 0.798). The results of hypothesis testing by SMART-PLS software and using t-test statistics and path coefficients (β) showed that Combined Effects of Drivers on customer satisfaction have a medium, direct and significant effect, Customer satisfaction has a medium, direct and significant effect on brand loyalty, In the end, social trust plays a moderating role in influencing customer satisfaction on brand loyalty. With the design model, it can be expected that the mentioned restaurant will be able to increase the satisfaction of its customers in order to advance its goals in order to spread the sense of loyalty to the restaurant brand in this way as well, Of course, for this purpose, they should be able to consider the Restaurant stimuli and if they cannot create such conditions, they will not only reduce the social trust of the restaurant, but will also give a bad blow to the customer satisfaction and customer loyalty.
کلیدواژهها [English]
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